CASE STUDIES

MARTIN MILLER’S GIN : TASTEMAKER TOUR

CHALLENGE

Martin Miller’s Gin came to UCG Marketing challenged to increase brand awareness and drive sales by targeting sophisticated individuals who are looking for new tastes and ultra premium products. In addition, their goal was to compete with Bombay Sapphire to be the next “must stock” item in restaurants, bars and homes.

SOLUTION

• Hosted and executed tasting events in the top 5 DMA’s at targeted locations including art galleries, fundraisers, benefits and young business functions
• Focused on conversion by securing exclusive liquor sponsor status at each event
• Hired and trained two brand ambassadors to sample gin and tonics and Martin Miller’s madras’ in branded cups with branded cocktail napkins.
• Educated consumers about Martin Miller’s Gin taste attributes and unique distillation process and distributed Martin Miller’s branded key chains and drink suggestion cards.

RESULTS

• Over 12,000 impressions across 40 events
• More than 8,300 Martin Miller’s Gin drinks served to event attendants
• Over 8,700 premiums were distributed over the course of the tour